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Radio Promotions Doesn’t Guarantee The Success Of Your Music — Kwesi Arthur

Emmanuel Kwesi Danso Arthur Junior, better known as Kwesi Arthur in the music circles, is a Ghanaian rapper and musician from Tema. He was nominated for Best International Act at the 2018 BET Awards and currently considered one of the best young artists in Ghana and Africa.

In an exclusive interview with Times Weekend in Accra, BET nominee indicated that young artistes should not only view music as just composing, but should be able to provide rich lyrical contents to motivate disc jockeys (DJs) to chase them for the song.

He said “no amount of radio promotions were going to turn an average song into a hit, that artistes who do not understand the music business cut cheques and splash cash around thinking their songs are going to blow to the top.”

Following the Pay-to Play act that has been in existence in the music industry an illegal practice, where record labels pay broadcasters for guaranteed airplay or promoting a particular artiste at a higher rate than others and it’s also termed “Payola”.

The “Grind day” hitmaker observed that his fame was not attributed to the amount of money spent in the promotion of his music but was attributed to the rich contents he produced for the industry hence he encouraged artists to establish a strong public relations team which would promote their songs and build rapport with DJs.

Story by: Roberta Gabby

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